Magic vs Reality Delivery Advertising
Why do brands deceive us?
Advertising has always been in our lives over the years from radio wedges to an advertising fence that we can find in the streets, satisfying or creating needs and desires that human beings want to supply.
With the arrival and expansion of the digital era, small and large companies have had to adapt to this ecosystem starting to create more original, creative and frequent advertisements to keep their community of active consumers.
In advertising carried out by traditional and digital media, we can find different brands and companies that in a certain way have played with the ´´magia of advertising´´ where they are the main beneficiaries and consumers have been victims of the famous ´´PublicityDeceptive´´. In this article we will explain certain elements of these ads and of which you have also been a victim just like us.
What is deceptive advertising?
Deceptive advertising are all those ads that show characteristics of a product or services that are not really true. Also, this advertising can omit basic or essential information to the spectator about what is being announced.
Likewise, misleading announcement can be defined when in promotions or discounts there is no clarity of conditions of time, place, dates, validity among other descriptive elements that must give the consumer the sufficient data to achieve their purchase and not take surprises to thetime to acquire the product or service.
These types of ads that deceive the consumer, maybe they can represent a benefit for the brand in its beginnings, but over time the client is identifying their advertising techniques, and what will generate this practice as a consequence in the long term is distrust isOn the part of his followers, that is, the reputation and corporate image is negatively affected with the possibility of affecting the financial functioning of the organization.
Next, some of the characteristics of deceptive advertising in the following infographic:
Image and design tricks
Advertising today faces different challenges every day, where its complexity is increasing, that is to say that the consumer has become increasingly demanding and that is when professionals in advertising and design must strive to create different advertisements, unique and attractive.
Creativity in design is essential for the development of different advertisements, promoting the brand, and this is when we realize the importance of the image giving the popular saying “a picture is worth a thousand words”, whereprofessionals in this field must exploit their potential to the maximum.
This ability has also been used to retouch and show the striking, desirable and real brand for the consumer inappropriately, that is, attracting the customer with images or audiovisual products where the true characteristics and conditions of the product, brand or service are not exposed. Situations that commonly happen with brands found in the food and restaurant chains sector.
Next you can see how the magic is faced vs. the reality of some advertisements.
How can I know that I am in front of deceptive advertising?
Over time different forms of deceptive advertising have been seen, but in this article we will tell you some of them.
Currently, and with the arrival of the digital era the consumer is exposed to more means and ways of disseminating advertising. The flow of information on the Internet and social networks, undoubtedly generated that people are increasingly affected and deceived.
One of the forms of this type of advertisements is to make the consumer believe that the brand is offering the most economical price or offer, for example when a comparative price table is shown between companies, where normally the brands that areIn these lists they are not those that manage low price in the industry.
Also, hiding additional cost information is another type of deception that companies can use in their favor, and that is common when acquiring a service such as telephone plans, tour packages, among other products within thismarket segment.
Likewise, there is the most common form of deceptive advertising such as photography and design, as we could see in the previous chapter. With this type of advertisement, what is achieved is to capture the attention of the consumer through images that cause desire to acquire it and highlight aspects of the product that in reality the consumer will not find.
Finally, there are different forms of deceptive advertising, which as consumers can identify and analyze in our daily lives, allowing us to be increasingly reflective and analytical in relation to what brands offer us today.
What actions can I take?
When we identify that we have been deceived for some advertising of a brand, the best thing that can be done in the first instance is to communicate with the company expressing our disagreement and demanding a response in a respectful way.
If in this first step no positive result is obtained or there is no response, you can present a consumer protection action before the Judges of the Republic. Likewise, on any occasion you can issue a complaint to the Superintendence of Industry and Commerce WWW.sic.GOV.co, and with this a proper investigation of the case and penalty will be carried out depending on what is found by this regulatory entity.
Do you recognize them? Companies more sanctioned for deceptive advertising
Entities that regulate misleading advertising have had to be in a constant surveillance of different advertisements, guaranteeing us consumers consumers just, transparent and respectful advertisements with society. These regulatory organizations, regardless of whether companies are large or small have had to penalize or fine these brands, asserting consumers’ right.
During the last 5 years, different brands as stores success, Falabella, Cencosud, Olympic, take off. Com have been the organizations that have had to be more than once penalized for issuing and transmitting misleading advertising to their clients or consumers.
At present, the Superintendence of Industry and Commerce has more than 400 sanctions and are in process with more than 412 investigations to brands that, as a main interest, have to increase their sales, make advertisements that do not represent and expose in its entirety the information related toThe product, mode of use, ingredients, contraindications, conditions, among other characteristics with which an abuse or manipulation in advertising by the company is identified.
One of the highest fines that has been imposed recently went to the Ticketshop company for a sum of $ 624 million pesos, this was to offer users more than 5.000 ballots that were not actually available for the football match between Colombia and Brazil in the city of Barranquilla.
Finally, deceptive advertising is a double -edged sword, that is, although it represents economic benefits or any other type, their consumers will end up distrustful of the brand and possibly generate a decrease in sales and reputation.
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